Ikea: Coverage for Life at Home

22. February 2018
Natalie Buss

adel & link supports IKEA corporate communications to position the lifestyle brand and relevant spokespeople in business media. The challenge is to find topics and occasions relevant for business media and to generate coverage in target media as well as writing about new trends for the corporate blog.


The agency supports the media relations activities in Germany both editorially and organisationally. The goal is to position IKEA in daily business and lifestyle media by proactively communicating about topics such as the “Life at Home Report” or redefining the living room (”Make Room for Life”). We produce different materials to support the ideas: Vox pop videos interviewing people about their home, representative surveys and a “trend report” on the living room to name a few. Furthermore, adel & link discovers new trend topics for the IKEA corporate blog and writes features on various subjects.

We also support IKEA at their most important event of the year, the catalogue launch event. We pitch and attend interviews with spokespeople, e.g. the Global Head of Research or the Head of Design, to generate coverage in relevant business media.


Secured interviews with leading dailies such as Handelsblatt, Tagesspiegel or Frankfurter Allgemeine Zeitung, one of which were picked up by newswire dpa leading to further coverage. Generated continuous coverage about IKEA’s Life at Home Report and Make Room for Life in business media. Furthermore, adel & link has successfully positioned individual IKEA spokespeople, e.g. the German Deputy Head of HR (a woman) to talk about equality at IKEA, using the International Women’s Day as a hook.